RED GROUP

PRAGYA *RANJANA *NEHA *ASTHA *PRITI

 oCHAIRMAN: HARISH MANWANIS
oCEO:SANJIV MEHTA
oHEADQUARTER: MUMBAI
FORMED BY MERGING THREE SUBSIDIARIES OF UNILEVER IN 1956
LOGO
 HUL
PRODUCT
CATEGORY
 FINANCIAL DETAIL:

#Comparable audited results * (in crores) for the 12 month period from 01 April 2014 to March 31, 2015 compared to 01 April
2013 to March 31, 2014
CLAIM TO FAME:
Unilever Sust
ainable
Living Plan :
Three big goa
ls
WATER CONSERVATION
PROJECTS:
Projects in more than 180
villages
Over hundred billion litres of water
to be harvested by 2015
In 17 districts of India
One million people to benefit
Up to 50% increase in crop
production

IMPACT
PEOPLE PLANET PROSPERITY

Over Up
One hundred to 50%
million billion liters increase in
people to of water to crop
benefit be harvested production
by 2015
 PROJECT SHAKTI
HUL provides training on basic accounting, selling skills, health & hygiene and
relevant IT skills to Shakti entrepreneurs and equips them with smart phones
which have been enabled with a mini Enterprise Resource Package (ERP)
which helps them to run their business efficiently and further augment their
income.
HUL has trained thousands of Shakti Ammas.
In 2010, the Shakti programme was extended to include Shaktimaans
typically the husbands or brothers of the Shakti Ammas. Shaktimaans
complement our Shakti Ammas.
IMPACT-
Provides livelihood enhancing opportunities to over 70,000 Shakti
Entrepreneurs who distribute productions in more than 165,000 villages and
reach over four million rural households.
The project is being customized and adapted in several South-East Asian,
African and Latin American markets like Bangladesh, Sri Lanka and Vietnam.
In Bangladesh and Sri Lanka, it is being promoted as project Joyeeta and
Saubaghya respectively.
RURAL RELATED PRODUCTS
 BROOKE BOND SEHATMAND
Prices- Rs 20/39 - 100/200 Grams
15-18 % premium when compared to loose tea. HUL has launched smaller packs of
Rs 5 & Rs 10 as well.
Target- Presently Madhya Pradesh, Chhattisgarh and Bihar
Distribution- Project Sakti
Promotion- awareness campaign "Sehatmand Parivar - Sehatmand Bharat" in
schools, All Doordarshan ,India Radio
USP-For each region the company has come out with a unique taste, colour and
aroma.
Market Available- Loose tea makes up 65 % of the market, packaged tea accounts
for only a third. HUL and Tata Tea, cater to just the top 40 per cent of this market -
the rest is shared by several regional brands.
Rural target- HUL began extensive research using the company's internal tracker
called Living Standards Measure (LSM) to determine the success of the product.
LSM can range anywhere between one and 18 - a higher score shows a higher living
standard. For Sehatmand, HUL needed to target LSM 1-4 individuals (those who
cannot afford their own mode of transport) the bulk of who reside in rural areas.
Competitor- Tata Agni
RURAL MARKETING:
MARKET SEGMENTATION & TARGETING
STRATEGIES

TEA TOOTHPASTE HAIR CARE

DETERGENT PERSONAL CARE

 DISTRIBUTION STATEGY

PROJECT SAKTI MARKETING CHANNEL:

HUL
BRAND AMBASSDOR
THANK -